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A. <br /> SCOPEEXIIIBIT OF SERVICES <br /> Consistent with Section 1 of this Agreement, Contractor agrees that it will devote its best <br /> commercially reasonable efforts toward the performance of the work in accordance with the <br /> terms of this Agreement. Its services will be performed to the standards of the American <br /> Association of Advertising Agencies(AAAA). <br /> The Contractor shall perform the following services: <br /> A)Prior to placing any paid media ads,perform the following research and provide the following <br /> deliverables to City: <br /> • Research City past media placement and results and provide slidedeck presentation. <br /> • Research and prepare competitive positioning and market trend analysis report <br /> • Identi markets/audiences target g and provide slidedecicresentation with identified <br /> p <br /> markets and substantiation. <br /> • Create a plan ("Approved Plan")that incorporates the integrated advertising strategy, <br /> campaign tactics, and creative calendar for media buys,based on presented research, <br /> target markets, competitive positioning and market trend analysis report, for City <br /> approval. <br /> B) Secure media placement based on Approved Plan <br /> • Secure all paid media buys,which may include: <br /> • Digital Banner Display Ads/Mobile Display Ads,Digital Video Ads, Search <br /> Engine Marketing(SEM),Paid Social(FB/Instagram, etc.), Traditional <br /> (Transit/Print), Broadcast(Radio/TV), Cable,Billboards,Installations, etc. <br /> o Manage and negotiate significant value-added media buys on behalf of City to ensure <br /> top value for every dollar spent. <br /> o All media purchases are subject to written approval by City. <br /> C)Monitor media placement <br /> • Review and adjust all digital campaigns weekly to yield highest return <br /> • Report on analytics of all advertising campaigns monthly <br /> o Provide post run analytical reports on all campaigns which may include click <br /> throughs, conversion rates,page views,total impressions, etc. <br /> • Provide a dedicated representative to work with the City Staff. Conduct weekly <br /> meetings with the City Staff. <br /> City Responsibilities: <br /> City will provide the following: <br /> A) Creative for placement. <br /> B) Compensation to Contractor,per Schedule B. <br /> Page 12 <br /> PSA GIBSON MEDIA 2018 <br /> 14 <br />